How Dash Solutions used ABX to build alignment, focus, and momentum in healthcare disbursements
For Dash Solutions, marketing is more than sending campaigns. It's about driving measurable impact in a competitive healthcare disbursements market. Despite a solid Account-Based Selling (ABS) foundation, the company was facing a familiar challenge: Marketing and sales often targeted the same accounts independently, account prioritization was inconsistent, and pipeline attribution was limited. Teams were spread thin, chasing the same prospects, and struggling to understand what was truly working.
Sojourn partnered with Dash to take their ABX efforts to the next level, introducing structure, alignment, and visibility while building a repeatable framework for scalable execution.
Fast, focused ABX execution
The first step was an ABX Readiness Assessment, which laid the groundwork for a "1:Many" ABX pilot for healthcare disbursements. Launched in just 90 days.
Accounts were segmented into tiers to focus effort where it mattered most. Tier 1 accounts received dedicated Sales attention, Tier 2 received personalized Marketing nurture, and Tier 3 were targeted with broader "1:Many" campaigns.
As Elizabeth Worrell, SVP of Marketing, noted:
“The account tiering model has already saved us time and ensured Sales focuses on the right opportunities.”
To operationalize alignment, we introduced a soft SLA with bi-weekly check-ins, giving Sales and Marketing a clear structure for accountability. Meanwhile, a live feedback loop ensured insights from SDR outreach and prospect conversations flowed directly back into Marketing, enabling real-time optimization of messaging.
“Having a live feedback loop with Sales has been a game-changer. We can adjust messaging based on real prospect conversations instead of waiting for quarterly reviews,”
said Elizabeth.
Finally, the ABX pilot was supported by a complete toolkit: The pilot framework, journey map, Sales partner plan, SLA + cadence, and content recommendations, all designed to support execution and scalability across the business.
Early impact
The results were immediate and tangible. Dash launched their "1:Many" healthcare disbursements pilot and is preparing to scale across additional business lines. Sales efficiency improved as Tier 1 accounts received focused attention while Marketing nurtured Tiers 2 and 3. The Sales/Marketing feedback loop enabled real-time optimization, and SDR outreach using optimized content delivered net-new prospect meetings. Perhaps most importantly, trust and alignment between Sales and Marketing strengthened, creating a foundation for long-term ABX success.
Elizabeth reflected on the partnership:
“Working with Sojourn helped us move fast. In just weeks, we went from fragmented efforts to a structured, scalable framework. The process was approachable, the deliverables were clear, and the early results give us confidence to expand this model across the business.”
Business benefits delivered
Efficiency gains: Account tiering and aligned workflows eliminated wasted effort.
Higher-quality pipeline: SDR activity powered by optimized content generated early prospect traction.
Scalable ABX foundation: Dash now has a repeatable framework to expand across additional business lines.
What’s next
Dash is proving ABX today. The next phase is integrating Customer Success into the model, completing the ABX lifecycle to ensure alignment, measurement, and advocacy across the full customer journey.
